DWNLOAD Media

What does 2025 hold for podcasting? Our CEO, Chris Peterson, was featured as an industry expert in The Podglomerate’s Podcast Predictions for 2025! Many of the brightest minds in podcasting – from creators to CEOs and beyond – reflect on this past year and share how they're feeling about the industry. Join in on the #PodcastPredictions2025 celebration: https://lnkd.in/g2dxMecU?

The State of the Podcast Industry Q3 is out! We decided to release our Q3 Update a bit early, driven by the incredible momentum we’re seeing across the podcast space. In our view, this past quarter represents a key turning point for the industry, largely influenced by the recent election cycle. Read the full update here:?https://lnkd.in/eCDGum9n (Free) For those still questioning the shift toward digital audio, take a look at this Google Trends graph from 2004 to present: Howard Stern (red) vs. Joe Rogan (blue). The transition to digital is clear and accelerating. ????? #podcasting #podcasts #audio #investing #radio #audio

The New York Times is expanding its audio subscription service to Apple Podcasts and Spotify, giving listeners the option to pay $6/month or $50/year for access to their back catalog of episodes, already offered in their NYT Audio app. As highlighted in the DWNLOAD Media Report, subscription revenue presents a massive opportunity in the podcasting world. We're already seeing this, as many companies I’ve worked with have consistently raised their subscription revenue forecasts throughout the year. It’s clear the Times sees the same potential, smartly making their subscriptions available on more platforms. And let’s not forget—the Times knows a thing or two about subscriptions. With nearly 11 million subscribers already and an ambitious target of 15 million by the end of 2027, they’ve mastered the art of converting readers (and now listeners) into loyal paying customers. Or did they master the art of converting listeners into paid readers...? ?? That said, I’d love to see more creativity around subscription models over the next few quarters. The current playbook of back catalog access and windowed content is a solid start, but there’s room to push the envelope. Think special events, one-off purchases, or truly premium bonus content that’s actually worth the price tag. Wait... am I accidentally describing OnlyFans for audio? Anyway, back to the real point: Subscriptions are on track to become not just a significant revenue stream for top-tier creators, but the dominant one. Combine that with the impressive growth in podcast ad revenue—which is outpacing nearly every other digital medium—and it's clear we’re looking at an industry that’s still wildly undervalued. h/t Sara Fischer -- ?? I'm the founder of DWNLOAD Media, a fund that invests in the audio space. I'm also available for advising services in and around the audio space. If you'd like to learn more, DM me! Read the DWNLOAD Report Q2 Update: https://lnkd.in/evdQkFwb

"A new survey of more than 50 chief executives across the industry finds most of their companies are having a stronger year. DWNLOAD Media says 72.5% of the CEOs it surveyed said 2024 revenue is outpacing last year." ?? ?? https://lnkd.in/egiS4M9R

If you're investing in media, you should be investing in podcasting... it's the best bet. More from our CEO Chris Peterson:

“I don’t know, it just seems like podcast ad revenue is cooling off” - an actual quote from a media-focused fund. Wrong. So, so wrong. The purpose of The DWNLOAD Media Report is to share our POV of where the podcast industry has been, the reality of today, and where we’re going, specifically for investors. There has never been a better time to invest in podcasting. Find out why: https://lnkd.in/eW9nPCZQ

We firmly believe that the podcast industry is one of the most undervalued assets in all media (if not the most). You may have read the negative headlines about bubbles bursting, but the actual facts are: - Podcasts have never been more popular. - More listeners are spending more time than ever before listening to podcasts. - While AM/FM still dominates, podcasting continues to grow exponentially, even surpassing SiriusXM consumption. - Podcast revenue is growing at 10x the rate of radio and faster than most digital mediums. With the rapid growth in audience and revenue, as well as several tailwinds we see coming in 2024 and beyond, we are in a once-in-a-generation time to invest in the podcast industry. If you've ever considered investing in the podcast space - let's talk. Read more in the DWNLOAD Report: The Case for Increased Investment in the Podcast Industry. You can 'dwnload' for free here:?https://lnkd.in/exYb_SY4

The podcast industry has never been bigger. Audience and revenue growth continue to outpace most any other digital medium. But the headlines over the last year or two don't support that. Starting now, we push back. Introducing the DWNLOAD Media Report - The Case for Increased Investment in the Podcast Industry. I have spent too many hours defending this industry - primarily to investors - and, with this, aim to show where we've been, the reality of today, and where we're going. So grab a cup of coffee. Let's go deep. #podcasting #investing

2024 is going to be a pivotal year for podcasting. Why? Because it needs to be. Over the last 18 or so months, the narrative around podcasting has gone from the hottest new medium to headlines that basically say the same things over and over: the bubble has burst. But, as Scott Nover pointed out in Slate last month, the data doesn’t support those headlines… at all. The facts are that more people are listening to podcasts than ever before. Advertising is growing faster than any other digital medium. And the industry - from creators to investors - should see 2024 as a massive opportunity. Here’s why: Growth: As mentioned above, and many times on LinkedIn, conferences, and well, if you’ve ever talked with me, podcasting is growing… and fast. More and more people worldwide are listening to podcasts and likely to become very sticky consumers. Weekly podcaster listeners in the U.S. consume more than 9 hours of podcasts per week! And why am I so bullish about continued growth? Because podcasting content is more compelling than radio. I said it. The digital transformation of spoken word content is happening like every other media. And the data shows that. Did you also know podcasts are nearly twice as popular in-car as SiriusXM? Getting Smarter: The land grab by large audio companies has calmed, and that’s a good thing. Some of the bets worked (*cough* iHeartMedia buying HowStuffWorks *cough*), and some others… well, ya know, those pesky strategies, or lack thereof, and inflated budgets got in the way. Smart companies now see the opportunities created by lowering costs and diversifying revenue. I hate to break it to you, but spending $300,000 to produce a limited series is a tough putt to make profitable. I’m not suggesting we cut corners at the expense of quality, but I am suggesting that we must build in the realities of the podcast business today vs. what we all hope and know it will be. Now is the time to focus on profitability and stop the “growth at all costs” mentality. This is at the core of what DWNLOAD Media is building. Now, 2024 won’t be all gravy. There are still some companies and podcasts that will fade away. The pain isn’t entirely over. As an industry, we must address things like open distribution via RSS. I know the O.G.s will never even consider a non-open ecosystem. But what happens when a company distributes your content while removing your advertising? What happens when your content is promoted next to objectionable content? If you care about your brand, you should care where it’s being distributed.?We also need to continue to demand and support new ad tech; it is crucial to revenue growth. I could go on and on, but I'm probably at my maximum character limit. So, to everyone in the podcast industry, let’s focus on sharing the positive stories and, more importantly, DATA. It’s on our side.?The podcast industry is right sizing and will be healthier than ever. To those looking to invest in the space, let’s chat.

“The reality is there was a land grab,” says Chris Peterson the former executive vice president of podcasts at iHeartMedia who recently co-founded the podcast company DWNLOAD Media. “There necessarily wasn’t a cohesive strategy around it. But now we’re seeing the platforms realizing they are platforms. They don’t need to own the content because they can support the content with an ad marketplace.”